22: Search Engine Marketing vs Advertising

Summary

This podcast episode covers the differences between marketing, advertising, and sales, with Meredith’s husband explaining how advertising is a subset of marketing and how time and money factor into each. Website owners can use this understanding to choose between organic marketing efforts, like SEO and social media, or paid advertising. Additionally, the discussion highlights how pricing and quality influence customer choices, helping businesses differentiate themselves based on value.

Understanding the Differences Between Marketing, Advertising, and Sales

For many small business owners, especially those with websites, the terms "marketing," "advertising," and "sales" can seem interchangeable. However, understanding the differences between these concepts is crucial for building effective strategies that not only attract customers but also convert them into paying clients.

Marketing and advertising are often misunderstood, but grasping the distinction can help businesses allocate their resources more effectively. While both are essential parts of the customer acquisition process, they serve different roles. Advertising is just one form of marketing, but there are many others, such as SEO, email campaigns, and social media engagement.

Key Differences Between Marketing and Advertising

Meredith’s husband provides a simple yet insightful explanation. Marketing, in essence, is about “leading the horse to water”—getting people to notice your product or service. Advertising, on the other hand, is one specific form of marketing that usually involves paying to put your message in front of people.

Here’s a clearer breakdown:

• Marketing encompasses all efforts to attract potential customers. It can include advertising, content marketing, SEO, and email campaigns. Marketing focuses on visibility and brand awareness, ultimately aiming to bring people to your website.

• Advertising is a subset of marketing, involving paid placements. Whether through pay-per-click ads (PPC) or social media ads, advertising aims to gain quick exposure by paying to get your message seen.

• Sales is the next step in the process, where the goal is to convert those leads into paying customers. Think of it as the final stage, where you get the horse to drink after marketing has led it to the water.

Time vs. Money in Marketing and Advertising

The episode also emphasizes that there are two key resources involved: time and money. When choosing how to market or advertise your business, consider which resource you have more of. Organic marketing efforts, such as SEO and social media engagement, tend to take more time but cost less in terms of money. Conversely, advertising often requires upfront spending but can yield faster results.

A good analogy shared by Meredith’s husband is the "good, fast, and cheap" rule, where you can only pick two of the three. In marketing:

• You can have fast and cheap, but it might not be high quality (think rushed, low-effort campaigns).

• You can have good and cheap, but it won’t be fast (organic growth through SEO or content marketing).

• You can have fast and good, but it won’t be cheap (high-quality paid advertising).

How to Stand Out Without Competing on Price

One of the key takeaways from the episode is how important it is to differentiate your business on value, not price. Meredith highlights this by explaining how she competes on quality and customer experience rather than lowering prices. Offering a premium service or product justifies higher prices and ensures you’re attracting clients who appreciate the value you deliver.

Meredith uses an analogy about high-end brands like Tiffany’s or Apple, where customers expect to pay more but receive superior quality and a better experience. You don’t want to compete solely on price—better quality usually costs more. Her advice to businesses is to focus on providing a superior experience and exceptional results, which can set you apart in a crowded market.

Key Points to Remember:

• Marketing is the overall process of gaining customer attention, while advertising is a paid subset of marketing.

• Marketing often requires an investment of time (SEO, social media, email), whereas advertising requires an investment of money (PPC, social ads).

• Competing on quality and experience is often a more sustainable strategy than lowering your prices.

By understanding these distinctions, website owners can make more informed decisions about where to focus their efforts, whether that’s on building long-term organic traffic or boosting immediate visibility with paid advertising.

Resources:

• Link to setting up Google Analytics

• Link to SEMrush for managing SEO efforts

• Link to White Spark for local directory listings